A recent study published by The Content Marketing Institute identifies issues that manufacturing content marketers are facing. The B-to-B sector has always been known to be slightly behind the curve when compared to consumer goods, but the manufacturing side is even farther behind. The good news is that this sector is willing to try things, and this study shows that they are now identifying things that work and are focusing on improving them.
One thing that definitely needs improving: too many manufacturing organizations are still talking about themselves instead of prioritizing their audience’s informational needs. While 51% of manufacturers regularly prioritize audience information needs, this number is quite a bit lower than the 73% of B2B North America content marketers who do.
So, how can manufacturing marketers reverse this? (more…)
Several years ago, an Ohio-based specialty metal business made the decision not to charge for freight costs, even though their products were extremely heavy. The rationale? None of their competitors were charging, so they couldn’t either.
In reality, this company was No. 1 in the industry, so all those competitors were actually just following their lead. When the company realized what was going on, it had the opportunity to change the policy for its entire industry.
And so it did—collecting more than $1 million in additional revenues.
Smart companies know pricing strategy isn’t just about the price on the invoice. To have an immediate impact on your bottom line without formally raising prices, here are three areas to tackle first.
1. Freight Costs
If you’ve been operating for decades, your freight policies have probably been in place just as long. Maybe you don’t charge for freight at all, or fees are the same across all territories—or you charge the same as you did 50 years ago even though shipping rates have risen dramatically.
This year’s NAHB International Builders’ Show was as robust as ever, with more than 90,000 attendees and 1,400 exhibitors packed into the massive, 60,000-square-foot Las Vegas Convention Center. The show has always been a special and important time for builders, remodelers, design professionals, architects and specialty contractors to learn and share their new ideas.
Strong Educational Focus
The show offered more than 150 education sessions in seven different tracks and dozens of hands-on demonstration opportunities. Examples were the “Tech Bytes” sessions, which featured two stages delivered via headphones and attendees could choose the program they wished to follow by using a switch on the headset. The topics for these programs focused on technologies that are changing the home-buying experience and how attendees can better plan their projects and business operations. Other key highlights from the educational portion of the show included the “Game Changer” keynotes which addressed critical issues in the housing industry and the “High Performance Building Zone” which offered practical demonstrations on topics like blower-door testing and rainscreen-sliding details.
The Future of “Smart” Homes
From a tech standpoint, one of the greater themes from this year’s show continues to be “smart” technology and digital assistants and how attendees could incorporate them into their future home building projects. The CEDIA® Technology Pavilion gave attendees the chance to familiarize themselves with hundreds of products and ideas that they could apply to their kitchen, bath, energy efficiency and other construction and remodeling projects.
Another showcase for the latest in smart tech came from The New American Home® and The New American Remodel® model homes which featured some of the industry’s smartest and most energy-efficient products on the market. Some of the highlights from these models included motorized window shades, climate control solutions and in-wall touch panels for sound systems. (more…)
We’re in the midst of trade show season, and admittedly, trade shows can be overwhelming. Sonnhalter is here to help. In the first installment of our series of Marketing Minute videos on trade show best practices, Matt Sonnhalter reviews some of the pre-show activities that you can take advantage of to help make your next trade show a success. From reminding your contacts through e-blasts, e-newsletters and social media and sending postcards to the preregistered attendee list, to leveraging the editorial contacts in attendance, trade shows are great marketing opportunities when properly taken advantage of.
To view other videos from Sonnhalter, visit our YouTube channel here. Let us know if there’s a B2T marketing topic you’d like us to cover.
Lately, we have seen tremendous growth in the number of influencers in the trades. In fact, it has grown so much so that Sonnhalter clients are forming partnerships and relationships with these influencers much in the same way we would with traditional media. What defines an influencer can sometimes be broad, so there are categories like “micro-influencer” and “nano-influencer” that distinguish these social media content creators by the size of their audience. Many influencers make a full-time living by working with brands to make sponsored content that involves financial compensation. However, there are plenty of influencers who are slightly less established and are looking to start a relationship with a brand and are willing to make content in exchange for free product and cross promotional opportunities. Since the company is only sending product samples, unpaid influencer partnerships are great for increasing brand awareness and social media numbers when you have a limited marketing budget. Below is a real-world example that outlines some of the pros and cons of unpaid influencer partnerships.
The Origin of the Campaign
Photo Credit: @UrbanArborDesigns
One of our clients had a strong reputation overseas as one of the leading manufacturers of spirit levels, laser levels, and layout tools, marking and measuring tools, but had yet to make a major splash in the U.S. We had experienced a decent amount of success in getting this client featured in many key trade publications, but with the rise of influencer marketing in the woodworking, construction and DIY markets, we thought we could gain more traction with our time by exploring this new, grassroots approach. We wanted a better method for conveying the client’s product ingenuity in a way that was more interactive and visual. We figured that the quickest way to grab the attention and build our client’s credibility amongst the professional tradesmen on Instagram was to target key influencers within these communities that were connected to their followers and whose word would spread fast. (more…)
Beyond the normal marketing tactics you do, what are you doing to get closer to your contractors and LISTEN to what their issues are?
May I suggest a tradesmen council? You all have brand advocates out there, why not get them together a few times a year? By doing so, you can get a better sense of what’s happening in their world and what keeps them up at night. It’s also an opportunity to run new product ideas by them before putting them into production. If you make the meetings about them and not you, the outcome will be more positive.
You know these guys talk to each other either through social media and forums or at trade events. Meetings can be planned around major trade shows or association meetings. You’d simply invite them to come in a day ahead of time for a half-day meeting.
I’d also suggest that some of the meetings be held at your location (at your expense) so they get to meet other members of your team. Keep these meetings on track with an agenda that includes issues they want to talk about as well. There also should be action items coming out of each meeting where they can see that you actually did listen and are taking some action. Note that all action items don’t have to have a positive resolution, but the council needs to know that you at least took it under consideration.
Other than the ultimate end user, do you sell through independent reps and or distributors? These should be on your radar screen to get closer to as well. Rep and distributor councils can also reap great results.
Reps are in the trenches daily and can give you valuable insights not only on the end user level, but also what’s happening at the distributor level. Distributors can give you insights on not only current avenues of business, but might be able to point out possible new areas of growth.
Bottom line is, I’ve seen firsthand what a well-planned council can bring to a company. It’s a great long-term strategy that will help you set your brand apart.
What do you doing to get closer to your contractors?
The Future of “Smart” Homes
